Contributed by New Zealand born designer Mike Fischer.
After deciding to completely redesign my website I thought it was time to go the next step and develop my own identity.
Visually I wanted the identity to be simple, clean and understated. But as a designer that prides myself on conceptual thinking, I really wanted to capture my ideas-driven approach to design too.
The end result is built around the classic line commonly heard between freelancers and their employers ‘pencil me in’. By designing a simple outlined version of my name and what I do (referencing paint by numbers) and using ‘pencil me in’ as the call to action, I created an identity that is clean and unfussy whilst also injecting a bit of wit and personality into it.
The outlined mark itself is left blank allowing the audience to choose whether or not they wish to pencil it in. The font I used was the clean, neutral and timeless Helvetica Neue. The bold weight was used to allow space inside the text to be penciled in. I kerned the type very tight until some of the letters merged together to make it appear more as one shape, like paint by numbers. I initially had numbers inside the mark as well but it was all quite cluttered, the end result being more subtle.
Pencil is used in all forms of personal correspondence with handwritten letters and postcards, which gives it a nice human touch. I also pencil in the ‘With Compliments’ on the compliments postcards, as the message is coming from me, which also helps to reinforce the idea.
Little black pencils are sent out with all letters as a leave behind. This would ideally prompt the audience to get in touch… or perhaps they may instead be used to sketch some fantastic new ideas in the future?
View more design work on www.mikefischerdesign.com.